Liverpool scores big as media and commercial revenue increase

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Janice Tan

28 February 2020

Liverpool has recorded a jump in media revenue by about US$52.8 million to US$336 million, according to figures released by the football club during the financial year to 31 May 2019. Its commercial revenue also rose by approximately US$43.8 million to US$242 million. Meanwhile, its match revenue increased by about US$4.5 million to US$108 million.

Overall, its turnover during the period increased by US$100.5 million to US$686.8 million. According to Liverpool, the increase in turnover was a result of a new UEFA Champions League broadcasting deal which commenced in this period, a second-placed finish in the Premier League and higher partnership and merchandising value. Overall profit before tax for the period was reported at US$54 million.

Nine new commercial partners joined the club, including its first official training partnership with AXA. Liverpool also reported a "record-breaking season" in retail sales, with footfall surpassing a million fans into the official stores. The club’s international expansion plans have also grown with a new retail partner announced in Malaysia, shop-in-shop opened in Thailand and new selling channels on Amazon in USA, Canada and Germany. ECommerce orders were shipped to more than a record 190 countries worldwide, the club said.

Digitally, the club’s global social media followers increased by 26% to nearly 70 million. According to Liverpool, its official YouTube channel reached 2.5 million subscribers and is the most-followed club in the Premier League. Twitter also increased by 11% to 13.5 million and reached 59 million total engagements during the 2018 to 19 season. Liverpool said this number was 6 million more than any other Premier League club.

The club's chief operating officer Andy Hughes said the continued strengthening of the underlying financial sustainability of the club is enabling Liverpool to make "significant investments both in player recruitment and infrastructure". He added that being able to reinvest over US$283 million on players during this financial period is a result of a successful business strategy, particularly the significant uplift in commercial revenues.

“The cost of football, however, does continue to rise in transfers and associated fees but what’s critical for us is the consistency of our financial position, enabling us to live within our means and continue to run a sustainable football club." Hughes said. Separately, Liverpool recently unveiled its new women's athleisure range comprising a crop top, leggings, sleeveless vest, short-sleeved t-shirt, and caps.